1. Bui Anh Tho

2.  Products: Italian Men’s fashion
 Positioning: Luxury
 Customer: Wealthy & fashion men and women

3. Too little information and pictures on the internet (keyword: Thời
trang Giovanni, Giovanni, Giovanni fashion…)
Media channel is not diverse
Communication messages is not clear

4.  Become the fashion for gentlemen online environment
 Help Vietnamese wealthy men become gentleman
 Own Fashion media channels fashion for wealthy men

5. Giovanni – Be a Gentleman

6.  Rich men
 Age: 30-60 years old
 Income: $1500 or more
 Status: single or married
 Characteristic:
 Gentleman or who want to become gentleman
 Have class fashion sense
 Want to polish themselves
 Know or wish to connect with people in high class

7.  Lady
 Age: 30-50 years old
 Income: $1500 or more
 Status: married
 Characteristic:
 Wish a name for husband
 Be interested in fashion

8.  Social media
 Facebook
 Twitter
 Google plus
 Pinterest
 Instagram
 Youtube
 Forum seeding
 Email marketing
 Promotion programs
 Useful information
 Website
 Main website
 Satellite site: Fashion blog (ex: wingman,
mannup…)
 Advertisement
 Facebook ads
 Google ads
 Banner, editorial, advertorial
 Cooperation: exchange banner, PR
articles
 Same target customers
 Different products and service

9.  Brand fanpage: Giovanni Việt Nam
 Update the latest information from the brand: new collections, events,
promotion programs
 Others fashion information
 Satellite fanpage: Đẳng cấp Quý ông Việt, Quý ông Việt, Thời trang
cho Quý ông
 Build a luxury fashion channel on facebook
 Share the way to become a gentleman, how to wear like a gentleman
 Facebook advertisement
 Audience:
 Man – woman
 Like or visit mannup, wingman, visit Giovanni website
 Use Iphone 5S, Ipad 4, Ipad Air

10.  A sequence of video: How to become a gentleman?
 Using perfume?
 How to tie?
 Dress formal?
 Enjoy wine?
 etc
 A sequence of video:
 Introduce Giovanni new collection,
 Activities, event,…
 New promotion programs
 etc

11.  Forum: otofun, tathy,…
 Goal: Educate customer
 How to become a gentleman?
 How to wear Giovanni like a gentleman?
 Action:
 Create some topic to make conversation between member of forum:
 Cách phân biệt Giovanni thật và giả?
 Cách thức mix đồ đối với suit?
 Lời khuyên khi mặc suit?
 Share Giovanni blog’ articles, Giovanni Youtube channel’s video

12.  Main website: Giovanni-Italy.com
 Satellite sites: gentleman.vn, vietgentleman.vn
 New fashion style
 Italian fashion
 How to wear like a gentleman
 What is suit?
 Etc

13.  Goal:
 Keep contact with customers
 Content
 Introduce promotion programs
 Give suggestion for dressing, drink… to become a gentleman